The German group, which lost market share in
North America and Europe to its bigger U.S. rival in 2013, said
that 47-year-old Liedtke will replace Erich Stamminger, 56, on
its five-member executive board on March 6.
Stamminger, who has been with Adidas for 30 years, had decided
not to renew his contract for personal reasons, the company
American Liedtke is currently senior vice-president of Adidas
Sport Performance, the division offering high-tech products for
amateur and professional sports enthusiasts, and was
instrumental in the development of the Boost running shoe
launched in February last year.
Adidas estimates that sales of shoes featuring the Boost
cushioning technology could reach 15 million pairs in 2015.
"We think this is a natural promotion and consistent with the
success Liedtke has more recently brought to bear via the Boost
campaign, among others," Berenberg Bank analyst John Guy said.
The first big test for Liedtke in his new role is likely to be
the marketing battleground of this year's soccer World Cup
finals in Brazil, where Adidas aims to pull out all the stops to
make its presence felt.
(Reporting by Victoria Bryan;
editing by David Goodman)
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